Lululemon: Cycling for Good

Creating Alternative Brand Experiences

A great deal of our class discussions centered around human desire and how it stimulates hyper consumption, especially in the fashion industry. We have been fed by society to desire vanity and appearances as well as newer and more products than ever before.

My concept encourages the high-end, athleticwear brand Lululemon Athletica to implement a circular design strategy fueled by recognizing Lululemon's loyal customer base through a VIP membership experience. Members are provided the exclusive opportunity to use their consumption practices for good. They will be able to enjoy and participate in Lululemon's Cycling for Good gym in order to contribute community social value by donating renewable energy to families affected post-COVID-19.

Skills: Circular Design, Open Source Strategy, Social Impact, Retail Experiences, Mobile App Prototyping

THE CHALLENGE

Envision and propose an open source strategy that provides an in-store support system for alternative fashion practices where customers are able to experience the brand but leave the store with less garments. We were challenged to think beyond practical measures, asking ourselves ,”What does sustainability in fashion really mean?” It means consuming less and manifesting commodities into experiences without necessarily sacrificing profit. Also, take into consideration how COVID-19 has impacted the fashion industry and retail shopping experiences.

APPROACH

My inspiration was New York City’s Times Square, the hub of consumption, where I visited fast-fashion stores like Zara, H&M, Forever 21 to better understand the mania behind these retail experiences. These are few questions I focused on as I developed this model:

1. What happens in the store? - rethinking & expanding the experience beyond retail/consumption

2. Who is the user? - rethinking the passive role of the consumer to instead be more active

3. What are the sources? - rethinking the designer as the source of ideas

4. How is it communicated/branded? - rethinking an existing brand, or making it a collaboration between different sources

INSIGHTS

Lululemon’s main target audience is their loyal cult-like customer base. Those who crave exclusivity and want the “Lululemon Experience”. SoulCycle, a New York City-based indoor cycling company, and Equinox, a luxury fitness company, are prime examples of creating simple concept like exercising as an exclusive, luxurious experience. It’s not only about the product but the treatment that comes with it.